How to Effectively Share Content on Your Business’s Facebook Page

Facebook is all about connecting and sharing, so keep that in mind when you create your business’s Facebook Page. Sharing is all about the content. Whether that content is videos, photos, comments, links, blog posts through your RSS feed, or likes, a whole lot of content sharing goes on inside Facebook. The key to Facebook marketing success can be summed up in three words: content, content, content.

Here are some general points to keep in mind when sharing content on your Page:

Take into account how best to involve your audience. The fan engagement factor — getting your community emotionally involved, participating, and sharing — can help expand your audience. For example, in this figure, reality TV star and professional chef Bethenny Frankel shares a recipe with her fans. She asks a question of her fans and offers a good suggestion, complete with information on how to prepare the meal. Her fans expressed great interest in the recipe, and some even responded with questions or comments regarding their plan to make the salad, showing an even further level of engagement on their part.

Maintain a steady stream of updates. However, be careful to strike a delicate balance to not overwhelm your fans. At a certain point, an overly enthusiastic update strategy could be viewed as spam and turn away your fan base, who can easily hide the flow of updates from your Page.

Create a schedule for your posting updates. Just as a magazine follows an editorial calendar, Facebook marketers need to create a conversation calendar, detailing who in your organization is responsible for updates, as well as what and when content will be shared. Also include room for spontaneity, personality, and current events. Some of the most successful, engaging updates a business can make may have nothing to do with business.

For example, home improvement retailer Lowes regularly asks questions of its fans such as Indoors or outdoors? Around Halloween time, Lowes asks its fans, Anybody in your house — big people or small — dressing up for Halloween? As what? Not only is this a change from home improvement-related content, but it also engages fans with the store — and each other.